Project: Summer Campaign for Rest Bedding 2025
(The Science of Rest)
Here I walk you through my process from a recent campaign.
Brand Overview:
Rest Bedding, is a direct-to-consumer luxury bedding company known for cooling products like the Evercool® comforter.
Focus: Delivering luxury sleep products (comforters, sheets) with advanced cooling technology (Evercool®) at accessible prices through a DTC model.
Key Products: Evercool® Cooling Comforter, Evercool®+ Cooling Sheet Set, Premium Duvet.
Brand Promise: Transformative, cool, and comfortable sleep through innovation.
Recognition: Award-winning, with accolades from Good Housekeeping, Apartment Therapy, and Cosmopolitan.
Along with the creative director and creative team, we came up with Rest’s summer campaign idea during a brainstorming call.
This idea came from our unique selling point of how, unlike many other bedding brands, Rest doesn’t mass produce using cheap materials found in most generic factories, but we scientifically create fabric and produce them in controlled batches.
For us in the ad and creatives teams, before we start anything we understand which strategy we are working with. Together, we finalized the brand positioning for the summer campaign based on competitors in the market and our own unique selling propositions.
(Shown above)
From there, I figure out— what is the big idea?
We wanted to make the science part easy to understand.
Utilizing a play on words and a casual tone that can be easily consumed by buyers, we decided on: See What’s Cool About Rest.
A fleshed out and in-depth explanation of the big idea.
Next, as the brand’s Creative Strategist, it’s my turn to come up with concepts for our paid advertising and social platforms. For Rest’s case, we launch ads on META and TikTok.
After using the data from previous recent winning ads, I look at what specific parts were working well. I concluded that our couple-focused concepts and POV (point of view) angle ads have been doing well because of the couple dynamic and humorous tone in the ads.
This is a concept, sample script, and references I created for the original pitch: (See Below)
Short overview of the main storyboard parts I wrote for the science campaign that follows an educational, platform native, and UGC tone for Creators to execute.
Once approved, we send this to the hired UGC creators to film and wait for them to send us their assets.
Since this was our biggest campaign of the year, we also looked into tapping KOLs (Key Opinion Leaders aka Influencers) in the fashion and textile industry who make educational-type reels on Instagram, reaching out to pitch some content ideas for them to collaborate with Rest. After finding a few options (with priority being hanchenxuu), I also wrote a talking point and sample script for their pitches.
Original references from pitch deck:
Sample script for Influencers that they can use as a basis for their content:
After having the paid ad scripts produced by UGC Creators and tapping the influencers to do the social media scripts, our in-house team edits the videos and executes them.
After all that, I do a quick review, correct if needed, and then it’s ready for posting!
And that’s my typical process for working on UGC ads as a creative strategist and copywriter.
While this is just one campaign example, I usually follow the same flow and process for other campaigns and clients, while adapting to different industry and product challenges. No two campaigns or clients are the same.
After that, we wait a few weeks before looking at the ad results using websites like Motion and Atria. Once we have the data, we can use it to inform the ad strategies that we have lined up for next campaigns and weekly ad launches.